"People don't want to buy a quarter-inch drill. They want a quarter-inch hole." - Theodore Levitt, Harvard Professor

	Insight Driven Marketing
		The logo is not the brand.   The product name is not the brand.   All brands are products, but not all product are brands
		What is a brand? A brand adds dimensions to a product beyond the tangible good, dimensions that differentiate the product in some way from other products which are designed to serve the same need. This difference may be a more concrete attribute such as relating to the performance of the product or serving as a more abstract, symbolic, or emotional attribute. A brand can be associated with a Physical Good  - Intel Pentium, Prince Tennis Racket, Coca Cola Softdrink A brand can be associated with a Service  - Nordstrom's, Southwest Airlines, Wells Fargo A brand can be associated with a Person  - Michael Jordan, Tom Cruise, Madonna A brand can be associated with a Place  - San Francisco, Paris, Brazil A brand can be associated with an Organization  - McKinsey, Red Cross, U2 A brand can be associated with an Idea  - free trade, human rights, ecology So in essence you can Brandeverything, but is branding worth it? See it illustrated with a Case For Branding